The global fashion industry relies on marketing and merchandising professionals who have an eye for style and a brain for business. If you're ready to combine your passion for fashion and marketing, VCAD's Marketing and Merchandising for Fashion diploma program is for you.
You'll learn the foundations of the fashion industry, including design theory, retailing, industry-standard software marketing, event promotions, displays, and merchandising.
Throughout the program, you'll build a portfolio of work and upon graduation will be prepared to apply for positions in public relations, marketing, merchandising, retailing, event and promotions planning, fashion writing, and more.
Upon successful completion of this program, you will be able to:
- Illustrate fashion designs
- Demonstrate an understanding of fashion history and its influence on modern designers
- Deconstruct garments and finishing techniques
- Classify types of apparel and target markets
- Describe development and production life cycles of textiles and apparel
- Clearly articulate sales and advertising plans using industry standard tools to generate competitive analysis
- Demonstrate the role of niche markets, target marketing, and market segmentation
- Plan effective placement of sales product
- Demonstrate the role of branding and private labels in generating sales
- Describe the role of costing and merchandise management on ROI
- Define retailing and the steps in planning for meeting ROI
- Write, present, and critique plans and proposals
- Grade 12 or mature student status (19 years or older).
- Pass the college's admission test where an applicant's firstlanguage is other than English, and has not completedsecondary (or higher) education in English.
FM20B - Textiles
Students will explore both natural and synthetic fibers, their primary and secondary characteristics and properties, how fibers become fabrics, fabric names and usages, care, labeling, life and handling. Yarn production, weaves, knits, printing, dyes, and the new technologies in fiber production are examined. Trends in fabrication in the 21st Century are emphasized.
FM20A - Fashion Illustration
Fashion illustration is vital in the product development and marketing of apparel and accessories. Illustration represents the product visually: it is a form of stylized drawing that communicates not only an artistic representation but also a sense of style. In this course, students will learn the basics of this fashion art form.
FM20C - Fashion Marketing
Fashion Marketing is defined as more than just “selling”: it is creating in the consumer the need and want to purchase fashion goods using a strategy of correct pricing and placement of goods, product offerings and promotional techniques targeted to the correct marketing segment. In this course, students are introduced to basic fashion marketing principles.
FM20D - Fashion History
Costume history is the history of fashion – trends, design influences, fabrications, style changes and developments, evolving technical elements and terminology of fashion. An overview understanding of fashion history and the place it holds in modern times is vital in the marketing and merchandising of current fashion apparel and accessories.
FM20E - Fashion Writing
This course introduces the fashion marketing and merchandising student to various print-based media and how to develop the skills to write promotional as well as reporting material for fashion. The skills learned in this course will be further developed in coursework taken later in the program.
FM30A - Mathematics for Retail
In this course, students will learn mathematical concepts and procedures and how they are applied to achieve profitable fashion retail merchandising.
FM30B - Fashion Forecasting
Fashion forecasting is a process that includes knowledge of changing colours and styles, lifestyles and consumer buying patterns, and varying methods of retailing merchandise. Students will learn the components of fashion forecasting and how this affects decision making in the apparel industry.
FM30C - Consumer Buying
This course explores the consumer buying process and the fashion industry: consumer behavior, internal and external factors influencing fashion consumers and consumer buying decisions.
FM30D - Fashion Public Relations
Public Relations (PR) is the management and marketing function that links the fashion business with the buying public. Publicity is a communication method that tells the public about an apparel line, an emerging designer, a service, event or idea. In this course, students will develop skills needed to generate effective PR in fashion.
FM30E - Visual Display and Merchandising
Visual display and merchandising is the artistic staging that makes the shopper stop, look and buy. All promotional marketing ends up with this point of sale display of merchandise, therefore knowledge is vital to any student entering the merchandising or marketing retail environment.
FM40A - Brand Development and Management
This course introduces students to brand development and brand management within the fashion industry. The course will look at how brands are created, and how brand perception can be altered. Basic principles and techniques of branding will be addressed, such as: logos, colour, semiotics, retail spaces, web presence, promotion and marketing, product development, brand alliances and language. Students will learn to identify a successful branding strategy, and will propose a new branding strategy to an existing brand.
FM40B - Fashion Buying
Buying involves complex decision making, which involves fashion forecasting, consumer buying trends, vendor selection and negotiation, pricing, sales, inventory record-keeping and ordering. This course introduces students to retail buying and the role of the buyer who makes daily merchandising decisions.
FM40C - Product Development
Product development is a process that begins with a design concept and follows through to production. In this course, students are introduced to technical packages, production boards, garment design elements and product organizational flows, all of which are integral to the manufacturing, marketing and merchandising of apparel.
FM40D - Fashion Promotion
Fashion shows are produced to sell merchandise! They are one of the most visual forms of promotion, making a statement to consumers at all levels from the retailers, buyers, manufacturers, and designers down to the fashion forward customer. In this course, students learn to plan and execute a fashion show as a promotional tool.
FM40E - Business Communication
Fashion is an industry that involves teamwork and working with a diverse group of people, therefore effective communication skills are essential. This course focuses on written, verbal, and non-verbal communication skills as they apply to new media, resume writing, interview skills, customer service, the workplace, ethical and social responsibilities, and conflict resolution.
FM50B - E-Business
The term "24/7" is a fashion business buzzword and e-business is a vital method to satisfy this consumer need. This course focuses on the product, its placement, pricing, promotion and how the consumer operates in the world of online retailing.
FM50C - Global Marketing
In this course students will examine, from a Canadian perspective, the movement of goods into the international marketplace, with a focus on understanding the legal, political, socioeconomic and cultural aspects, as well as the development of a marketing campaign.
FM50E - Fashion Styling
Fashion stylists are responsible for organizing and preparing people, and assembling accessories and garments worn by models at a photo shoot. In creating “the look”, stylists must be up-to-date in all aspects of fashion forecasting. In this course, students will learn what is involved in fashion styling, turning theory into practice while working on a real-life photo shoot and magazine spread, which will become a portfolio piece.
FD50E - Promotional Portfolio & PR Kit
Graphic design and software skills learned in the first and subsequent terms will be applied in the development and production of a promotional kit containing original design work, flats and specifications, photographs, and available trend resources. Topics include copy-writing, planning and organizing a print project, professional layout, and translating fashion ideas into visual design elements. Outcomes include the production of professional portfolio website and print catalogue.
FD60A - Fashion Styling
Fashion stylists are responsible for organizing and preparing people, and assembling accessories and garments worn by models at a photo shoot. In creating “the look”, stylists must be up-to-date in all aspects of fashion forecasting. In this class, students will learn what is involved in fashion styling, turning theory into practice while working on a real-life photo shoot and magazine spread which will become a portfolio piece.
FM51E - Store Planning and Layout
Store planning and layouts can transform the retail experience, whether it is a department store, a high end fashion house or a local boutique. Correct store positioning, interior design for merchandise assortments, and exterior design, as well as staffing, help to attract customers and generate sales. In this course students will develop a theoretical and practical knowledge of store layouts, planning and design.
FM51B - Fashion Retail Management
While fashion is a fast-changing industry, what is constant is the demand for skilled and knowledgeable retail people and managers who have the ability to adjust to this fast-paced industry. In this course students will focus on the real-world essentials of management as they apply within the modern retail environment.
FM50A - Apparel Production
Fashion design students will gain knowledge of ready-to-wear apparel production: critical paths, quality control, mass production techniques, garment sequencing, assembly and costing. Private labels and branding are also examined.